Marketing Expertise

Quote of the Week:
"Engaging in an authentic, meaningful conversation with consumers will be the key to marketing success and growth, even if it means acknowledging negative feedback; transparency is paramount. (via Saucy Social Media)" - Ron Blake, president & CEO of Rewards Network

Corporate Communications - Using Your Most Powerful Marketing Tool

  • Engaging Employees. Few things are more important than developing strong relationships with employees and their families; they are your most powerful marketing tool. These are the people who can tell a company's story in ways few can. This is why nimble, timely internal communications is so important. And thanks to the internet, it has never been easier. When it comes to corporate communications, employees are a company's biggest asset.
  • Mergers and Acquisitions.  Veterans of corporate transactions know that if you've seen one merger, you've seen one merger. They all have one thing in common, however --the need for transparent, timely and frequent communication with key stakeholders.

Research - Keeping Your Marketing Relevant and Effective

  • We all know what assumptions do. This is why market research is so important. Whether it is through on-line research, traditional quantitative telephone studies, or focus groups,  research ensures that marketing decisions are based on facts. Knowing what type of research to do when is the first step. The second is finding the right company, and the third is translating research results into an effective marketing plan.

Marketing - Finding What Works

  • The choices available are many and growing. It's easy to think that the latest is the best, but the truth is that there are no silver bullets when it comes to marketing in the 21st century. Successful marketing still comes down to building and maintaining relationships.  So the question is, what are the most cost-effective tools that will enable you to do that?

Special Events - Using Celebrations to Enhance Relationships

  • Everyone loves a celebration. Whether it's the completion of a building or the start of one, a fundraiser or the recognition of someone special, events are opportunities to create and build relationships. They are most effective when integrated into a comprehensive marketing plan that continues to engage people long after the party is over.

Public Relations - The Perfect Complement to Advertising

  • Crisis communications. Crises take many forms -- disasters that disrupt operations, sudden and dramatic changes in leadership, accidents, law suits. The list is long. Regardless of the crisis, the need for timely, accurate communicate is critical in a world where news often appears on Twitter before it is reported by mainstream media. By developing a well thought out plan before it is ever needed, you stand a better chance of successfully managing whatever crisis comes. And it will come when you least expect it.
  • Local, regional and national news and feature story development and placement. Getting your story placed with the right medium is part of strategic marketing. But first comes the story. This is where an outside eye can be helpful. What you think is ordinary to others may be extraordinary. Packaging the story and "selling" it takes skill, experience and patience. When all is said and done, convincing a network producer or the editor of a trade publication that your story has merit takes hutzpah... lots of it.
  • Media interview training. Preparing executives for interacting with the media is part of leadership training. Once learned it is a skill that will last a lifetime.
  • Public speaking. Just like media training, public speaking is a skill that distinguishes leaders. It isn't brain surgery, but it does take practice and a commitment to overcome what for many is their greatest fear.

Writing - Creating a Compelling Marketing Message

Whether its a 140-character Tweet or a speech to shareholders, words matter. In today's cluttered media environment, experienced writers know that less is more when it comes to:

  • Annual/community benefit reports
  • Creating guest editorials and op-ed columns
  • Developing and writing news and feature stories
  • Creating web content
  • Researching and writing white papers
  • Utlizing social media
  • Writing speeches